writes "Given the increasing popularity of social-networking sites among the young and affluent, Nike has introduced a new site dedicated to the world's most popular sport: soccer. While Nike provides the content (via its army of sponsored athletes, among others), Google provides the technical expertise. Orkut has been very popular in soccer-crazed Brazil, so Google may be able to make a brand extension here. Joga.com is currently invite only, though a form at the bottom of the home page takes requests for invitations."
I actually found the launch of a site like this interesting not because of the content, but because of the trend in "private label" sites. It's a Shake'n'Bake Social Network, and you helped make it.